Company: Paddy Power Betfair
Brand value: US$1,093 million
Change since 2018: -10%
Headquarter city: London and Dublin
Year formed: 2000
Betfair is an online gambling service with a focus on sports fans looking to place bets online. To set itself apart in a fiercely competitive market, it has created a series of tongue-in-cheek advertising campaigns. Ahead of Ireland’s Six Nations rugby clash with England in 2019, Paddy Power had some Brexit-inspired fun with billboards to tease the England fans visiting Dublin. It also set up a pop-up “passport office”, in a joke about the number of British citizens applying for Irish passports to retain EU access. Advertisements featuring Rhodri Giggs – less famous brother of footballing legend Ryan – poking fun at their famous fallout were banned for suggesting gambling as a glamorous route to riches. While revenue in 2018 was up 7 percent, profits were down 11 percent. Parent company Paddy Power Betfair has announced plans to change Betfair’s name to Flutter Entertainment as it looks to expand in the US, where the online betting market is opening up.